The data presented here is from April 2020 to Jan 2022.

Twitter stats:

Instagram stats:


Posts

The Two Oceans is the biggest marathon in Africa and attracts international participants, but it does not seem to have a lot of engagement on social media.

Notes

Engagement

Notes

  • The engagement patterns follow the frequency of the posts. There was increased engagement between March and June 2021, and between December 2021 and January 2022 on Instagram. I suspect the increased engagement was due to the fact that there were more posts to engage with.

The Tweets with the highest engagement are around the announcement/confirmation of the 2022 marathon (this is for tweets).

There is a good amount of engagement on Instagram

Thoughts

  • People who participate in the marathon probably do not use social media much.

  • Are we focused on increasing engagement on social media only or overall (incl website)?

  • The figures I have only represent the COVID-19 period, I do not have a view of what was happening before and so I do not have a way to compare the statuses before and after.

  • It appears that engagement is not an impossible challenge to overcome, my recommendation is that our strategy starts with consistency so that the brand isn’t only visible closer to the marathon.